It’s 2017 and video marketing plays central stage for any customer-centric online business. Is video really so crucial and how can it help to improve customer experience? Obviously, let’s take a look at the following stats:
- By 2020, video will account for 82% of global consumer Internet traffic (Cisco);
- 1 minute of video is better than 1.8 million words (Forrester research);
- Visual content is processed by human brain 60, 000 times faster than text (Visual Teaching Alliance);
- Video increases landing page conversions by 80% (Adélie Studios);
- After watching a video, 64% of online consumers are more likely to do a purchase (Hyperfine Media).
Is that enough to convince yourself that investing in video marketing is worth it? Well, keep in mind that 69% of marketers, business and sales professionals are already using video as a key element of their marketing strategy, and the number is growing year after year. So, why shouldn’t you be ahead of the curve?
It goes without saying that the ultimate goal of any business to keep its customers satisfied.
Online video is the most effective and user-friendly channel to communicate with online customers. Here are 5 main video marketing trends your business should follow in 2017 and beyond to constitute a successful customer experience:
1. The importance of smart video data for understanding your audience
To be competitive in today’s aggressive marketing environment, you can no longer rely on assumptions. You ought to gain a clear understanding of your audience, determine key behavioral cues of your both potential and existing customers, and act in accordance with their preferences.
The importance of smart video data in this respect cannot be overestimated. Advanced video analytics gives you access to meaningful insights about your audience. Not only can you analyze the number of views and impressions per video, but also you can figure out how well each video engaged every specific viewer, track individual viewing experiences with video heatmaps, and learn detailed customer profiles. Aligning this data with your sales and marketing stats allows you to find an individual approach to every customer.
2. Businesses need to comprehend the art of storytelling
As it becomes more and more difficult to capture a customer’s attention, your online content should engage within the first few seconds a visitor spends on your website. The best way to do that is by offering an exciting video story to your audience, grabs people’s focus and keeps them thrilled to learn more about your business.
Even though video is much better for storytelling than text, it’s still challenging to keep your business story both concise and informative. According to best practices, online videos should be up to 30 seconds long to maintain maximum engagement. But what if you feel you’re unable to express all information you want within such a short timeframe? The answer video chaptering. Literally, this means splitting a longer video story into a few short chapters united into a single video playlist. Viewers will be able to jump directly to the section which looks more relevant and interesting to them. Cincopa allows you to create gorgeous video playlists with chapters and timeline annotations transforming the viewing process into an interactive experience.
3. Online video will become the top source for lead generation
Video is the type of content people prefer to consume online above all. Therefore, if your video is engaging and motivating enough, it can serve as the best source of business leads. Viewers who have watched your video and reacted to a call-to-action become the most motivated part of your online audience, so you must leverage this channel to the full extent.
Video provides multiple opportunities to make your viewers willing to do business with you and come back for more. Email collection forms, calls-to-action, annotations – all these lead generation tools can be embedded directly into your online video player allowing you to keep your landing page as unobtrusive and user-friendly as possible.
4. The effectiveness of email marketing increases with online video
Email users get flooded with tons of emails every day. In most cases, they actually don’t even read emails – they scan them through. Your message must contain something really catchy to fit into the 8-second attention span and make an email recipient interested. This can hardly be achieved with text, but video will definitely be the right solution.
Integration of email marketing with video is one the biggest trends for 2017. Basically, all leading email providers, such as MailChimp and GetResponse, allow to embed video from your hosting platform like Cincopa directly into email templates by simply copying and pasting the code. But that’s not all. There are few more tires of video & email marketing integration: saving leads from your video directly to specified email lists, video embed code optimization for all platforms and devices, alignment with stats in video analytics.
5. Videos will be viewed from multiple devices more often
According to the latest studies, 85% of adults often watch video on multiple devices at the same time, including TVs. Most businesses use mobile-friendly websites these days to provide their users with an ability to watch their content on the go. However, smart businesses should also think bigger. Imagine how great your online video will look on a big TV screen and what an engaging experience your customers will get!
With the growing popularity of live casting devices like Google Chromecast and Cincopa video player which supports one-click video streaming, your video gets a chance to be enjoyed by your customers in the highest quality.
These 5 trends will shape the world of video marketing in 2017 and will matter a lot to both businesses and customers. Now, it’s your turn to take advantage of them and use this knowledge to improve your online customer experience. Give it a try and let us know what you think in comments!